The effectiveness of personalized marketing in online banking: A comparison between search and experience offerings

被引：8

作者：

Sunikka A. ^{[1
]}

Bragge J. ^{[2
]}

Kallio H. ^{[1
,2
]}

机构：

[1] Aalto University School of Economics, Aalto University IT, 00076 Aalto

[2] Department of Information Systems Science, Aalto University School of Economics

来源：

Journal of Financial Services Marketing | 2011年 / 16卷 / 3-4期

关键词：

click-stream data; goal-directed behaviour; online advertising; online banking; personalization; type of offering;

D O I：

10.1057/fsm.2011.24

中图分类号：

学科分类号：

摘要：

This study reports the results of personalized online promotions in a context where personalization has not been researched before - in online banking. Genuine online bank customers were shown personalized banner advertisements when they logged in to their online bank account. Three financial offerings consisting of different search and experience attributes were promoted to three groups of customers. We examined the attention, elaboration and choice measures, and compared the effectiveness of personalized banners to default banners, and the online promotions to direct-mail promotions. Despite the goal-directed routines that reflect the dominant customer behaviour in online banking, personalized banners attracted more attention than default banners. Furthermore, messages that promote fairly simple search-type offerings that are easy to apply and are linked to the context in which the promotion occurs are more effective than messages that do not fulfil these criteria. The results offer implications both for research and practice. © 2011 Macmillan Publishers Ltd.

引用

页码：183 / 194

页数：11

共 36 条

[1]

Crosby L.A., Evans K.R., Cowles D., Relationship quality in services selling: An interpersonal influence perspective, Journal of Marketing, 54, 3, pp. 68-84, (1990)

[2]

Dwyer F.R., Schurr P.H., Oh S., Developing buyer-seller relationships, Journal of Marketing, 51, 2, pp. 11-27, (1987)

[3]

Van Der Heijden H., User acceptance of hedonic information systems, MIS Quarterly, 28, 4, pp. 695-704, (2004)

[4]

Hoffman D.L., Novak T.P., Marketing in hypermedia computer-mediated environments: Conceptual foundations, Journal of Marketing, 60, 3, pp. 50-68, (1996)

[5]

Novak T.P., Hoffman D.L., Duhachek A., The influence of goal-directed and experiential activities on online flow experience, Journal of Consumer Psychology, 13, 1-2, pp. 3-16, (2003)

[6]

Wolfbinger M., Gilly M., Shopping online for freedom, control and fun, California Management Review, 43, 2, pp. 34-55, (2001)

[7]

Arora N., Et al., Putting one-to-one marketing to work: Personalization, customization, and choice, Marketing Letters, 19, 3-4, pp. 305-321, (2008)

[8]

Montgomery A.M., Smith M.D., Prospects for personalization on the internet, Journal of Interactive Marketing, 23, 2, pp. 130-137, (2009)

[9]

Sunikka A., Bragge J., Personalization and mass-customization in the research literature, Proceedings of the MCPC 2009 World Conference on Mass Customization & Personalization., (2009)

[10]

Fan H., Poole M., What is personalization? Perspectives on the design and implementation of personalization in information systems, Journal of Organizational Computing and Electronic Commerce, 16, 3-4, pp. 179-202, (2006)

← 1 2 3 4 →